FANTA芬达品牌

1、MANIFESTOFOR GROWTHConfidentialFanta 2006 Business Plan Confidential22006 Strategy2006 Strategy : Focus on Base Brand and Strengthen Fun Orange Equity via : Focus on Base Brand and Strengthen Fun Orange Equity via Creation of Fanta Fun Property Supported by Integrated Marketing CampaignCreation of F

2、anta Fun Property Supported by Integrated Marketing CampaignBrand MissionTo Be the Most FUN Orange Beverage in the Market Place which Best Represents the UNEXPECTED FUN and PLAYFUL SPIRIT That Teens Are Looking ForEstablish “Ownable Fun” Property to strengthen emotional connectionwith teensFANTA Sch

3、ool of FUNConfidential3Product TruthConsumer TruthChinese teens yearn to break from the daily pressures of school they just want to have some fun with friends without breaking rules.Brand TruthFantas fizzy & fun variety of orange tastesfree up your playful spirit and inspires youto create unexpe

4、cted funCore Creative IdeaFanta is the trigger of a fun filled experience for teens to fully release from the daily routines and boredom. Delicious taste of orange/ fruit flavors; bright & bold colors; bubbly fizz; unique shaped splash bottle.While Continuing to Build Orange Superiority, Fanta N

5、eeds to Drive Ownership of FUN in the Most Relevant Way to Bond with Teens in 2006Confidential4Chinese Teens Under Immense Pressures!From Parents: Enter College & Achieve Our DreamsFrom School: Hard Labor & Good ConductFrom Society: Find a Good Job;Stiff CompetitionSeeking FunChinese Teens I

6、nsight: Seeking A Diversion And Escape from The Chinese Teens Insight: Seeking A Diversion And Escape from The Boredom/Monotony And Pressures/Stress of Daily Life/Schoolwork Boredom/Monotony And Pressures/Stress of Daily Life/Schoolwork Confidential5Teens Daily Life in Normal School Looks Like .Teen

7、s Daily Life in Normal School Looks Like .Confidential6School of Fun in Teens Imagination .School of Fun in Teens Imagination .“Dream Factory” schoolturns out superstars Teens Presenting Fun School in Their Mind with PassionNo exams and everyday in laugh No rules or high expectations Teens Create th

8、eir Fun School to Escape fromDaily Pressure and RoutineStephen Chiau and Mr. Bean are the Headmasters of the SchoolConfidential7Establish “Ownable Fun” Property to Strengthen Emotional Establish “Ownable Fun” Property to Strengthen Emotional Connection with Teens - Fanta School of FunConnection with

9、 Teens - Fanta School of FunFANTA School of FunConfidential8Create The Rules, Reverse The RulesFanta School of FUNLearn the Coolest SubjectsSchool RulesLove humor, love making funFun has to be sharedUnited with schoolmate & teacher, have fun togetherAdvocate playing trick, no pretendingKeep smil

10、ing, no long faceNo Authoritative FigureSchool of Fun - Enter a World of Unexpected & Spontaneous FunSchool of Fun - Enter a World of Unexpected & Spontaneous FunConfidential92006 Strategy2006 Strategy : Focus on Base Brand and Strengthen Fun Orange Equity : Focus on Base Brand and Strengthe

11、n Fun Orange Equity via Creation of Fanta Fun Property Supported by Integrated Marketingvia Creation of Fanta Fun Property Supported by Integrated MarketingBrand MissionTo Be the Most FUN Orange Beverage in the Market Place which Best Represents the UNEXPECTED FUN and PLAYFUL SPIRIT That Teens Are L

12、ooking ForRaise Fantas Fun to a whole new level via partnership with Chinas King of ComedyStephen Chiau = FunEstablish “Ownable Fun” Property to strengthen emotional connectionwith teensFANTA School of FUNConfidential10FANTAFANTAStephen ChiauConfidential12S.C Has Evolved from A Super Film Star to an

13、 Icon of Chinese Pop CultureS.C Has Evolved from A Super Film Star to an Icon of Chinese Pop Culture The most in China pop culture Shaping a social trend of attitude among youthConfidential13SC Matches Fantas Fun Proposition in Delivering FUN that Young SC Matches Fantas Fun Proposition in Deliverin

14、g FUN that Young People Desire and Will Raise Fantas Fun to a Whole New LevelPeople Desire and Will Raise Fantas Fun to a Whole New Level Teens are facing increasing pressure from daily life nowadays and desire to break out of routine. SC bring them and , so he is warmly welcomed by teens. Fanta rel

15、eases and inspires to create which teens are looking forConfidential14 Stephens Role in Fanta Fun School is Headmaster And More Stephens Role in Fanta Fun School is Headmaster And More Name CardFanta School of FunHeadmasterand Chemistry Teacherand Physics Teacherand Chinese Teacherand Gym Teacherand

16、 Library Curatoretc芬达笑园校长芬达笑园校长Confidential152006 Strategy2006 Strategy : Focus on Base Brand and Strengthen Fun Orange Equity : Focus on Base Brand and Strengthen Fun Orange Equity via Creation of Fanta Fun Property Supported by Integrated Marketing via Creation of Fanta Fun Property Supported by I

17、ntegrated Marketing Brand MissionTo Be the Most FUN Orange Beverage in the Market Place which Best Represents the UNEXPECTED FUN and PLAYFUL SPIRIT That Teens Are Looking ForCreate stronger 360-degree integrated ATL and BTL Marketing Activities to create synergy and drive Fun property Thematic TVC o

18、f Fanta School of Fun featuring SCFanta sponsored weekly program with SCRound 1 Shoot with S.C for Fanta Fun SchoolRound 2 Build my own Fanta School of Fun Fanta School of Fun on lineFanta School of Fun and SC Collectable Packaging with SCGT/MT DriveTo excite the system Tailor made marketing support

19、 for out-cityRaise Fantas Fun to a whole new level via partnership with Chinas King of ComedyStephen Chiau = FunEstablish “Ownable Fun” Property to strengthen emotional connectionwith teensFANTA School of FUNConfidential16- Themetic TVC of Fanta School of Fun featuring SC- Fanta sponsoredWeekly prog

20、ramwith SCOpening Ceremony of Fanta School of FunShoot TVC w/ S.CRound 1 Build my own Fanta school of FunRound 2 Shoot with S.C for Fanta Fun School- Traditional & Interactive media support- Fanta School of Fun on line-To reengagesystem attention360 Integrated Activations of Fanta Fun School wit

21、h S.C. as the 360 Integrated Activations of Fanta Fun School with S.C. as the Celebrity to Drive Fantas Fun PropositionCelebrity to Drive Fantas Fun PropositionTo reinstill customer confidence to build Fanta distribution- Collectable Packaging with SCConfidential17Bottler ProgramBottler Program: Int

22、ernal Communication to Re-Engage System : Internal Communication to Re-Engage System Attention and Resources To FantaAttention and Resources To FantaFeb 2006Introduce FANTA SCHOOL OF FUN Campaign to system in a differentiated, compelling and enjoyable way ( Div Launch)Confidential18Bottler Office De

23、corationFanta School Gift Packs to Bottler kidsInformative Posters on CorridorsEmail to introduce virtual Fun School and the new Fanta celebrityEmail containing the TV Spots/ S.C motivational speech to bottler staff Feb 2006Introduce FANTA SCHOOL OF FUN Campaign to system in a differentiated, compel

24、ling and enjoyable way Bottler ProgramBottler Program: Internal Communication to Re-Engage System : Internal Communication to Re-Engage System Attention and Resources To FantaAttention and Resources To FantaConfidential19Customer PlanCustomer Plan: GT Mysterious Person Program: GT Mysterious Person

25、ProgramProgram Objective qImprove Fanta product display in the cooler qIncrease Fanta sales through increasing cooler Fanta StockqTo deliver Fanta School of Fun new image to the GT and get merchandising chanceProgram informationqSuggested Timing: Mid. Feb-Mid .Mar or Sep-OctqTarget channel: Educatio

26、n ChannelsqTarget outlets: TG outside Elementary school TG inside/ outside High school and Junior school Outlets which around the park/stadium/cinema, which teens always go for playConfidential20MechanicsqMysterious people (from bottler) will random check the store according to the merchandising sta

27、ndard guideline qMeet the standard will get a scratch card, which include prize information, such like get two times of current Fanta stock.qPrize is Fanta products, send with next orderqAlso the qualified stores will be entitled to get Fanta School Of Fun POSM and get S.Cs certification of “Star st

28、ore “Customer PlanCustomer Plan: GT Mysterious Person Program: GT Mysterious Person ProgramConfidential21Feb2006New StudentUpgradeUpgrade when get e PointsFanta School of FunInteresting Entrance Exam to find your hobbiesStart school life after the Exam from Grade 1Same time system as that of real wo

29、rldCool Classes and interactive games to get pointsBranding penetrated in Fanta SchoolMy blogLaunch FANTA SCHOOL OF FUN on line to build a virtual school as teens favorite communityInternetInternet: Launch Fanta Fun School On Line: Launch Fanta Fun School On LineConfidential22Fanta Website Sitemap (

30、Draft)Fanta Website Sitemap (Draft)1.0 开心校园开心校园以虚拟形象进入学校中以虚拟形象进入学校中,将芬达所有的产品融合到学校外观设施中将芬达所有的产品融合到学校外观设施中0.2 新生入学新生注册00 学校大门0.1 进入学校登陆0.4 My Fantas Room我的注册信息,建立个人虚拟形象,修改个人资料虚拟头衔以及外形不同的身份可以做不同的事:新生老油条眼睛生老师教导主任校长选择游客进入0.5 邀请其他同学开心课程表笑规笑纪哈哈班会课BBS开心橙主题教室笑导处我的寝室我的寝室My Info我的信息给我留言快乐贴图哈哈板报广播室开心学生榜新生入学广告TV

31、C游乐场互动游戏奖罚榜芬达推广信息芬达笑园设计大赛 开心考场课外活动版块 NG花絮Flash系列广告Confidential23Phase I: Arouse Curiosity - HM Recruitment ATL: Job recruitment ads (newspaper/OOH/radio/online) to spread the news that Fanta Fun School is recruiting for headmaster, calling for fun genius and creative resumeBTL: Consumer Promotion “F

32、anta School HM Guess Who”Phase II: Create Buzz - Reveal S.C as HMAnnouncement of S.C employed as Fun School HM (newspaper/OOH/radio/online/TVC)S.Cs fun resume published Spoof interview about S.Cs new career experience from King of Comedy to HM of Fanta School (TV, internet, newspaper)Phase III: Gran

33、d Launch ATL: TVC on airBTL: Event Activation Fanta School of Fun Commencement PR Event:PR Event: Fanta School of Fun Launch Fanta School of Fun LaunchFeb - Mar2006Launch FANTA SCHOOL OF FUN to consumer by series of PR events to arouse curiosity and attract media interestConfidential24Promotion Head

34、line-芬达笑园之芬达笑园之“你你”想校长想校长Recruit Headmaster PromotionTiming:Feb.15-Mar.15Channel: All channelMechanics: Buy Fanta, get guess card and fill in the HM name to attend lucky draw, the lucky winner can get premiums and grand prize is to come to SH meet the real HM (SBL) Pending for other marketsConfident

35、ial25HM Announcement-PR Event芬达笑园芬达笑园之之“校长驾到校长驾到”开学庆典开学庆典Timing: Mar.25 (TBC)City : SHAttendance: Media/consumersType: PR (1st Session) National media Event (2nd session) ATLBTL+Confidential26”校长驾到校长驾到“开学庆典开学庆典-PRRegistrationPerformance/SpeechS.C Shows Up/speechHM Announcement-PR EventInteractive wi

36、th MC/consumerMedia interviewMedia interviewRegistration“FutoubangDance”PerformanceChinese GungFu ShowS.C Show upConfidential27校长驾到校长驾到“开学庆典开学庆典”-School Party 游园会游园会Interactive courseDisplay AreaRest Area PerformanceHM Announcement-PR EventConfidential28TVCPrint/OOH/RadioPRInternetMerchandizingPOSMG

37、rand Event/Rd ShowGold Cap PKG w/ SCVirtual SchoolPromotion platformTeens CommunityThematic TVC + 5” Contest Tag onPR EventPR Event: Marketing Support: Marketing SupportEducation Channel and CVSConfidential29Print Ad/RadioMerchandisingPOSM for PromotionPrint ad/Radio to announce HM recruitment and C

38、P messageMT & GT DisplayInternetPackagingNo ChangeAnnounce HM recruitment in the hosting internetPOP for PR and CPRecruit Headmaster Promotion Marketing SupportConfidential30To write down 10 ideas of Fanta School and submit to Fanta websiteMechanicsFanta School of Fun Design ContestWinners will

39、be handpicked by StephenSchool Design ContestSchool Design Contest: “Write to Stephen My Own Fanta School Ideas”: “Write to Stephen My Own Fanta School Ideas”MarW4 - May2006Further build the concept of Fanta School of Fun and drive volume by inviting teens to collectively build their dream school on

40、 lineLog on to Fanta School of Fun website5 winners (for each bottler) will be handpicked by SC and win DV as the grand prize.All participate can get SCs email return with his signature Confidential31 Consumer PromotionConsumer Promotion: “Search for Xing Partner”: “Search for Xing Partner”PrizeShoo

41、ting Fanta Fun School TVC with S.C togetherEquipment to join in Fanta Fun SchoolSC cartoon image screen saverSC Joke for SMSDV3 Layers Prizes to Attract ConsumersJun - Aug2006To drive Fanta volume and enhance fun image via the popularity of King of Comedy.Build Fanta School of Fun as a long term property for brandConfidential321UTCInstant Win (Grand Prize & Secondary Premium)2MarketNational, all channelsMechanicsConsumers buy Fanta productsConsumer PromotionConsumer Promotion: “Search for Xing Partner”: “Search for Xing Pa